// Marks & Spencer announces the launch of Live Shopping through its website
// The series will launch with a focus on Marks & Spencer’s recently established activewear brand Goodmove
Marks and Spencer will be the first major UK retailer to launch a “live shopping” service that uses influencers to model outfits over a live video stream.
Facilitated by the retailer’s software partner Lisa, the weekly broadcasts will be hosted by an M&S expert where they can hear more about the ranges they’re browsing, ask questions through the live chat function, view product demonstrations, and most importantly, buy the products as they watch.
Customers will be able to ask questions while they watch from their mobile devices and “buy the look” in real time, as the retailer hopes to make the service “more relevant, more often” with its customers.
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The new feature is fundamental to Marks and Spencer’s strategy to promote its fashion brands online and attract younger shoppers following the rise in sales from brands including Hobbs, Joules, Phase Eight and White Stuff during the festive period.
The series will launch with a focus on Marks & Spencer’s recently established activewear brand Goodmove, on January 28, followed by a broadcast on Valentine’s Day gift ideas.
Marks & Spencer director of online Stephen Langford said: “It’s a global trend that responds to how customers are using social media – we all know how much more we’re scrolling and engaging with video content – at home or on the go. Live shopping puts our experts front and centre and gives them the ideal platform to share the Marks & Spencer point of difference.”
Alongside the stream, viewers will have access to a click and collect format and online video consultations for homeware and clothing.
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